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Seth Godin goes ‘full cheetah’: Day one at #IMW13

Some of the world’s best modern digital marketers converged on the Metropolitan Pavilion in New York City yesterday to celebrate and discuss joined-up marketing and what the future holds for our industry at Integrated Marketing Week.

Here is a recap of the running starts provided by Seth Godin and our CEO Ashley Friedlein. The show lasts two more days, so don’t forget to follow along with #IMW13

Opening Keynote. Seth Godin: “Invisible or Remarkable? New Rules for Marketing in a New Economy

Seth Godin has been blogging and speaking about marketing for years and it shows. The best-selling author and pro stage presence got things started by asking some great questions to the packed house:

How do you market in a recession and with the underlying global shift toward a knowledge economy?

Answer: TripAdvisor made more money than American Airlines because info about planes is more valuable than the planes. There are an infinite number of channels. Mass is not important.

Edges are important and you should take advantage of social and the connection it creates, not industrialism.

A very memorable moment/phrase came when Godin was deep into expaining how creativity and art will prevail and that marketers should not be afraid to deviate from the flight path.

Does a cheetah worry about how it looks when it runs? No. It runs intuitively

Leaving the talk we as marketers were encouraged to go “full cheetah,” and to embrace failure when it comes, because according to Godin: “the man who invented the ship also invented the shipwreck.”

Supported by a recent survey conducted by Econsultancy US, the two walked us through eleven simple points that explain marketing with a clear set of principles derived for the new world of integrated marketing.

According to recent research by Gartner, in four years, CMOs will spend more on IT than their counterpart CIO. Everywhere you look, marketing is increasing in importance and sophistication, with budgets proving it.

Pointing to some brand and marketer case studies that truly “get it,” Friedlein highlighted an app made by a boutique shoe store called Meat Pack which was truly great in its personalization, dirving offline/online sales, and trackability.

Check out the video below:

Other highlights from Friedlein on what the future holds:

We’ll begin to see more responsive teams and truly agile marketing. The correlation between TV and the heartbeat of social (Twitter) is one of the major indicators, and Oreo’s work during the Super Bowl sets a trailblazing path.

VP of Research Stefan Tornquist then ran through some high level findings of our recent survey which shows that the kind of organization that is superior at integrated marketing posess exactly the kind of ethos put forth in the manifesto. Specifically:

30% of respondants will be spending more than $5m a year on marketing budgets.

Also, while only 12% of organizations have capability in unstructured data, we were left with the encouraging stat — 74% say integration has sparked creativity and better business within their organization.

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Karen Cinnamon is a freelance Digital & Branding Designer at Cinnamon Creative, based in London. In 2011 she was named as Xchangeteam’s freelancer of the year in the advertising & design category. Here she shines a light on a typical day in her working life.

Stats from IMRG and Experian Hitwise released today show the ten most popular mobile retail sites in the UK. They are, as you may expect, almost the same as the top desktop sites, with the exception of Apple.

So, since these retailers have the most popular sites, (and they must be aware of this from their own analytics) you would expect that they have optimised for mobile users.

Research from both Econsultancy and other sources consistently shows that marketing spend on digital in the UK continues to grow, particularly as marketing becomes more strategically important.

With companies looking to provide the best experiences for their customers and fend off the competition, agencies have been pivotal in driving continuing success in this sector.

The Top 100 Digital Agencies Report, sponsored by Sitecore, ranks agencies according to fee income from their UK digital activities. The total fee income reported by the top 100 agencies this year is £1.18bn, up 23% from the £962m that these agencies earned last year.

American Airlines has made huge strides in social and the new world of mobile commerce after a rebranding earlier this year for this first time in over 46 years.

During a recent talk at Integrated Marketing Week, Jonathan Pierce, Director, Social Media Communications at American Airlines, gave us info on how global social communications played a part for the airline.

June 12th 201320:03

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